What is Marketing?
Completion requirements
Read this chapter, which defines and discusses the four components of marketing, identifies the various institutions and entities that engage in marketing activities, and emphasizes the importance of marketing in society. This chapter also outlines the marketing plan.
Themes and Organization of This Book
REVIEW QUESTIONS
- Why does everything start with customers? Or is it only marketing that starts with customers?
- What are the key parts of a marketing plan?
- What is the relationship between social responsibility, sustainability, service-dominant logic, and the global business environment? How does the concept of metrics fit?